THE EFFECT OF DEMOGRAPHIC FACTORS AFFECTING THE PURCHASE BEHAVIOR IN THE RETAIL SECTOR

Abstract

In this study, the demographic factors affecting the purchasing behavior and brand loyalty of the consumers in the retail sector and the relationship between these two concepts are discussed. The aim of the study is to measure the level of brand loyalty of retail customers. As a result of the research, it has been determined that there is a significant relationship between the decision-making styles and brand loyalty levels of the consumers shopping in the retail sector. As a result of the study, while there is a significant difference between the decision making styles and brand loyalty levels of consumers shopping in the retail sector according to age, education and monthly income variable, there is a significant difference between the decision making styles and brand loyalty levels of the consumers shopping in the retail sector according to gender and marital status variable. no difference was observed.